TALKING SOCIAL TV 2: FOLLOW-UP ANALYSIS June 2014

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Melvyn Stevens
5 years ago
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1 TALKING SOCIAL TV 2: FOLLOW-UP ANALYSIS June

2 TOP TIER REASONS FOR VIEWING ARE SIMILAR FOR YOUNGER AND OLDER VIEWERS REASON FOR WATCHING TOTAL It's a show I watch regularly 58.7% It's a show I watch occasionally 22.3% The person(s) I'm with wanted to watch the show 13.8% I saw a commercial/promo on TV for it 10.5% I flipped channels and came across it I was catching up to the current episode/season It just came on the same channel after the last thing I watched 9.5% 7.3% 5.3% Younger viewers above average for social influence on decisions to watch primetime TV I saw something about the show on social media 3.1% Someone recommended it (face to face or over the phone) 2.9% I saw a review or TV program talking about the show I read something about the show in an online article/blog 2.6% 1.5% Though a small factor, digital PR also more likely to drive younger viewers choices Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 2

3 PROMOS SOMEWHAT MORE IMPORTANT FOR NEW SHOW TUNE-IN AMONG OLDER THAN YOUNGER VIEWERS REASON FOR WATCHING NEW SHOWS TOTAL I saw a commercial/promo on TV for it 39.7% It's a show I watch regularly 31.9% The person(s) I'm with wanted to watch the show It just came on the same channel after the last thing I watched It's a show I watch occasionally I was catching up to the current episode/season 12.1% 10.2% 9.4% 9.4% Peer influence more likely to influence younger viewers decisions to watch new programming I flipped channels and came across it 8.9% I saw a review or TV program talking about the show 8.9% I saw something about the show on social media 6.8% Someone recommended it (face to face or over the phone) 6.1% I read something about the show in an online article/blog 4.5% Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 3

4 TOP REASONS FOR WATCHING RETURNING SHOWS ARE LARGELY THE SAME ACROSS AGE GROUPS It's a show I watch regularly REASON FOR WATCHING RETURNING SHOWS TOTAL 69.8% It's a show I watch occasionally 22.0% The person(s) I'm with wanted to watch the show 13.8% I was catching up to the current episode/season 10.1% I saw a commercial/promo on TV for it 8.7% I flipped channels and came across it 6.4% It just came on the same channel after the last thing I watched 4.2% I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show 3.3% 2.7% 2.1% SM & WOM more influential in returning show viewing choice among younger viewers I read something about the show in an online article/blog 1.0% Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 4

5 FOR ALL SHOWS, SUPER CONNECTORS MORE LIKELY THAN AVERAGE TO WATCH BECAUSE OF HABIT REASON FOR WATCHING TOTAL TV SC Sports SC It's a show I watch regularly 58.7% It's a show I watch occasionally 22.3% The person(s) I'm with wanted to watch the show 13.8% I saw a commercial/promo on TV for it 10.5% I flipped channels and came across it 9.5% I was catching up to the current episode/season 7.3% It just came on the same channel after the last thing I watched 5.3% I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show 3.1% 2.9% 2.6% SM & PR are greater influences on Super Connectors viewing decisions. WOM more likely than average to influence TV SC viewing decisions I read something about the show in an online article/blog 1.5% Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 5

6 SCs CHOICE TO WATCH NEW SHOWS DRIVEN MORE BY SOCIAL EXCHANGES REASON FOR WATCHING NEW SHOWS TOTAL I saw a commercial/promo on TV for it 39.7% TV SC Sports SC It's a show I watch regularly 31.9% The person(s) I'm with wanted to watch the show 12.1% It just came on the same channel after the last thing I watched 10.2% It's a show I watch occasionally 9.4% I was catching up to the current episode/season 9.4% I flipped channels and came across it 8.9% I saw a review or TV program talking about the show I saw something about the show on social media Someone recommended it (face to face or over the phone) 8.9% 6.8% 6.1% PR is also more likely to influence new show viewing decisions, especially for Sports SCs I read something about the show in an online article/blog 4.5% Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 6

7 LIKE ALL VIEWERS, SCs DECISION TO WATCH RETURNING SHOWS DRIVEN BY PAST HABIT It's a show I watch regularly REASON FOR WATCHING RETURNING SHOWS TOTAL TV SC Sports SC 69.8% It's a show I watch occasionally 22.0% The person(s) I'm with wanted to watch the show 13.8% I was catching up to the current episode/season 10.1% I saw a commercial/promo on TV for it 8.7% I flipped channels and came across it 6.4% It just came on the same channel after the last thing I watched 4.2% I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show I read something about the show in an online article/blog 3.3% 2.7% 2.1% 1.0% Communication & PR are bigger influences on TV SCs returning show viewing decisions Sports SCs also more influenced by SM. Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 7

8 AVERAGE DAILY TV-RELATED SOCIAL MEDIA REACH WHILE VIEWING IS APPROXIMATELY 1 IN 10 AVERAGE DAILY SM REACH DAILY SM REACH In an average day people who >Interact with TV via SM while viewing, or >Interact with TV via SM while not viewing 19.1% All Social Media 9.3% SM About Show While Watching (Socially Connected Viewing) Base: Average Daily Respondents (n=1,497) An additional 1.1% of people used SM to communicate about another show other than what they are watching. 8

9 DAILY REACH FOR SHOW-RELATED SOCIAL MEDIA WHILE WATCHING, BY SOCIAL NETWORK DAILY SOCIALLY CONNECTED REACH WHILE VIEWING. Any Social Media 9.3% Facebook 4.8% Twitter 2.0% Video SM 0.6% Photo SM 0.5% Other SM 1.0% Base: Average Daily Respondents (n=1,497) 9

10 DAILY REACH FOR SHOW-RELATED SM USE WHILE WATCHING HIGHEST FOR SCs, MULTICULTURAL VIEWERS DAILY SOCIALLY CONNECTED REACH WHILE VIEWING Sports Super Connectors TV Super Connectors 18.4% 17.7% Hispanic AA Age Age Age Women Total White/Other Men Age Asian/Pacific Islander 12.7% 11.5% 10.6% 10.3% 9.9% 9.9% 9.3% 9.2% 8.7% 7.2% 5.4% Base: Average Daily Respondents (n=1,497) 10

11 SHOW-RELATED SM IS HIGHER WHEN CO- VIEWING THAN VIEWING ALONE VIEWING INSTANCES INVOLVING SOCIAL MEDIA NOTE Show-Related SM is related to the specific program people were viewing; TV-Related SM is related to another primetime program. 16.1% 17.8% 14.7% 7.8% Non-TV-Related SM TV-Related SM Show-Related SM 7.8% 1.0% 7.3% 1.1% 8.9% 7.8% 0.9% 5.9% Total Co-Viewing Watching Alone % of SM Experiences Connected to Viewing 45% 50% 40% Base: Viewing Instances (Total, n=55,565; Co-Viewing, n=26,496; Watching Alone, n=29,069) 11

12 TV PROMOS BY FAR THE BIGGEST FACTOR IN DAILY AD REACH; ONLY A SMALL FRACTION REACHED BY OTHER TYPES OF ADS DAILY AD REACH Any Ad (Net) 24.2% TV Ad 20.5% Any SM Ad (Net) 2.1% Facebook Ad 1.4% Any Other Online Ad (Not on SM) 2.2% Base: Average Daily Respondents (n=1,497) 12

Talking Social TV 2. Ed Keller. Beth Rockwood. SVP, Discovery Communications & Chair, CRE Social Media Committee. CEO Keller Fay Group

Talking Social TV 2. Ed Keller. Beth Rockwood. SVP, Discovery Communications & Chair, CRE Social Media Committee. CEO Keller Fay Group Talking Social TV 2 Beth Rockwood SVP, Discovery Communications & Chair, CRE Social Media Committee Ed Keller CEO Keller Fay Group Study Objectives 1 2 3 Investigate the dynamics of TV-related social media